127-163, doi: 10.1080/16184740903563406. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . * Daniel, P. and Kassimeris, C. (2013), The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, Soccer and Society, Vol. 175-181. The authors illustrate five dimensions generating emotions among fans in stadiums: customers' density, customers' appearance, customer behaviours, arena ambiance and arena design (Uhrich and Benkenstein, 2012). Dixon (2014) interviewed loyal, long-term English football fans regarding the so-called Disneyfication of products, services and experiences that are branded and sold using their team's logo. The paper highlights the complex and dynamic nature of commercialization. For fans, we used the following terms: Fans, Consumers and Supporters. As shown in this review, commercialization is not unidimensional. As there are increasing possibilities for female athletes to become professional, commercialization may be seen as something positive by the growing community of fans to women's elite sports. 3, pp. Mumcu, C., Lough, N. and Barnes, J.C. (2016), Examination of women's sports fans' attitudes and consumption intentions, Journal of Applied Sport Management, Vol. * Dos Santos, M.A., Moreno, F.C., Guardia, F.R. 1, pp. 2, pp. Several studies also indicate that commercialization affects how, and through what interactions fans develop their personal identity with the team or the sport (e.g. (2006), Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Vol. 3, pp. As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. With increased exposure of the game comes increased participation. It is too early to say. Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). Liang, Y. Stenling, C. and Fahln, J. 1, pp. While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. 2, pp. (2019), Your Neighbors Walk Alone (YNWA): urban regeneration and the predicament of being local fans in the commercialized English football league, Journal of Sport and Social Issues, Vol. Broadcasted sports as an entertainment product, Athletes/players/teams becoming global brands, Expansion of marketing reach beyond domestic borders. The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. Dos Santos etal. For this review, commercialization, fans, and elite sports are the main concepts. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012).

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